Celebrities often find themselves being the center of attention after the mainstream media track all their actions. So naturally, the media also keeps an eye on all the brands celebrities associate with.

Recently, actress Lupita Nyong’o signed a deal with De Beers, a company that has been linked to major controversies in the past.

Lupita Nyong’o, who became a household name after she starred in the Marvel Cinematic Universe, is well-known for her charity work.

It is quite strange as De Beers, which is a Diamond company, has been accused of performing unfair practices and being the cause of conflicts in Africa.

Lupita Nyong’o signed a deal with De Beers

Lupita Nyong’o as Nakia in Black Panther (2018)
It was recently revealed that actress Lupita Nyong’o signed a million-dollar deal with De Beers, a diamond company. The actress is the company’s first global ambassador. This is great news for her fans and this move is very beneficial for the actress.

However, many people have criticized the actress for associating with the brand. Mainly due to all the accusations that were put against De Beers in the past.

 

Why is De Beers a controversial brand?

Lupita Nyong’o posing for De Beers
In the 1990s, De Beers was accused of violating antitrust, and consumer-protection laws. They were accused of performing unfair practices like overpricing their diamonds to manipulate the diamond industry. However, the lawsuit was settled for $272.5 million in 2012.

Their woes didn’t end there as UN Security Council kept a close eye on the company for trading “blood diamonds” in Africa. As per the UN, these diamonds are described as “any diamond that is mined in areas controlled by forces opposed to the legitimate, internationally recognized government of a country and that is sold to fund military action against that government.”

These “blood diamonds” are mined in rebel-controlled countries, smuggled, and sold on the legitimate market, funding the rebels in the process. So, the company was accused of supporting conflicts in Africa through this process.

 

The brand has been transparent with its customers

Lupita Nyong’o posing for De Beers
Over the recent years, De Beers has done everything to get rid of that controversial tag. The company now offers full transparency to its customers, providing all information about the diamond from source to sale.

After Nyong’o partnered with the brand, the company came up with the tagline “Where it begins.” With the brand now being completely transparent, it makes sense why the actress signed a deal with them. The company’s record may be poor but they have done everything to clean their image.